HEGEMONI KECANTIKAN PADA KONTEN BEAUTY VLOGGER TASYA FARASYA DI YOUTUBE TERHADAP VIEWERS

LARASATI, NADHYRA AZVIKA and Nomaini, Faisal and Bafadhal, Oemar Madri (2019) HEGEMONI KECANTIKAN PADA KONTEN BEAUTY VLOGGER TASYA FARASYA DI YOUTUBE TERHADAP VIEWERS. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to determine the process of beauty hegemony that occurs in the content of beauty vlogger Tasya Farasya on YouTube against viewers. This study uses the theory of hegemony according to Antonio Gramsci which has four dimensions. Among them is culture, ideology, intellectuals and state. The research method used is a qualitative research method by conducting observations and documentation obtained from the object under study. this study also uses critical discourse analysis techniques from Sara Mills to find the hegemony process in the content that is researched. Analysis carried out using the three stages of the first analysis of the subject’s position, the second analysis of the object’s position and the third analysis of the viewer’s position. The results of this research show that there is a process of beauty hegemony that has a good impact and also bad impact, it is seen from the impact of the content to the viewers. The process of hegemony that occurs is the dominant beauty ideology that is beauty by wearing makeup using expensive cosmetic products and Tasya Farasya as the intellectuals who do the process of beauty hegemony here. The process of beauty hegemony that occurs in the content of beauty vlogger Tasya Farasya raises a consumptive culture in the viewers against expensive cosmetic product for makeup fot beauty purposes. From the results obtained, the researcher suggests that the parties involved in the hegemony process become more wisely and understand the conditions that occur so that there is no sides is harmed materially or non-material.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Hegemoni Kecantikan
Subjects: H Social Sciences > HX Socialism. Communism. Anarchism > HX519-550 Communism/socialism in relation to special topics
P Language and Literature > P Philology. Linguistics > P87-96 Communication. Mass media
Divisions: Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User: Nadhyra Azvika Larasati
Date Deposited: 23 Sep 2019 04:31
Last Modified: 23 Sep 2019 04:31
URI: http://repository.unsri.ac.id/id/eprint/8531

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